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TOYOTA - MARKET RESEARCH ON CAR OWNERSHIP AND INTEREST OF CORPORATE SOCIAL RESPONSIBILITY (CSR)


The automotive industry has significant contribution to Indonesia in various aspects, including economic and social aspects. In terms of economic aspect, the automotive industry plays a role in increasing tax income. In terms of social aspect, the automotive industry is increasing the knowledge and the technology transfer to the society. The automotive industry also absorbs a high number of labors. In the last four years, the growth of the automotive industry was 6.5 percent ( www.gaikindo.or.id ). In addition, the development of various types and brands of cars has become the driving force for the growth of the automotive industry in Indonesia.

Out of many players in the automotive market of Indonesia, there are five major leading brands; those are Toyota, Daihatsu, Mitsubishi, Suzuki and Honda. Toyota is the brand with the highest market share, i.e. 33.04 percent in 2014, or one-third of the car market in Indonesia. Toyota, as one of the leading brands should contribute to build the strong communities in Indonesia and to establish the balance between the society, the environment and the company through its sustainable Corporate Social Responsibility (CSR).

DEFINIT in cooperation with PT Toyota Motor Manufacturing Indonesia (TMMIN) conducted the survey on the preferences of car ownership and the society`s interest in CSR. The survey was conducted in 2015 in the Special Region of Yogyakarta. The samples of this survey were those who met the following requirements: 1) Over 18 years old, 2) Had a car or there was a Household Member (ART) who had a car; 3) The car was used for personal purposes and was not sold or leased. The survey was conducted directly to the respondents through face-to-face the interview.

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